Guinness: committing to $500,000 fund
Guinness: committing to $500,000 fund
A view from Michael Heusner

Guinness promises to march again in poignant St Patrick's Day spot

The brand responds with positivity while parades this year were mostly cancelled.

St Patrick's Day happened to fall in the midst of a global pandemic this year, leading to the cancellation or postponement of parades from Ireland to New York.

Around the globe, it didn’t feel like St Patrick's Day at all. 

But Guinness, with its strong Irish roots, has a message for those who long for a time when things were feeling a bit more normal.

Messaging surrounding the coronavirus can be tough for brands. One small misstep or poorly thought-out post could be perceived as making light of the situation, but consumers still want some form of communication.

To that end, Guinness' reassurance that the world will keep on spinning is a refreshing one.

"If you can call the people around you, friends or family, you’ve already won," the ad says.

Guinness has also pledged $500,000 to help communities throughout the US via its Guinness Gives Back Fund. 

In a time of impending economic uncertainty, the brand also promises that it will still be here when the smoke clears.

As the brewery was originally leased in 1759 to Arthur Guinness at £45 ($53) per year for 9,000 years, that’s a promise it intends to keep for the next several millennia, at least. 

A version of this story first appeared on Campaign US

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